Iro Sushi, the fast-expanding sushi chain founded by trained chef Chhong Sherpa, is to open five new UK sites as it races towards a target of 100 branches by 2030. The new outlets in Bristol, Basingstoke, Ipswich, Ilford and Maidenhead will bring the brand’s total estate to 38 locations, strengthening its presence in the Thames Valley and Home Counties while marking an entry into cities such as Bristol and Ipswich.
The company, established in 2014, serves fresh, made-to-order, restaurant-quality sushi and Japanese-inspired dishes. Sherpa, who grew up in Nepal and moved to London in 2009, worked as a sushi chef while studying before identifying a gap in the market for affordable, high-quality sushi. He has described his ambition as bringing “restaurant quality sushi to the masses”.
New store design and technology
The new Iro Sushi outlets will feature a store format inspired by traditional Japanese ‘Izakayas’ — casual drinking establishments that combine food and drink in an informal setting. The design incorporates ambient lighting and contemporary finishes to create a welcoming environment. Crucially, the chain is also rolling out touchscreen kiosks to streamline ordering and reduce wait times, blending the Izakaya aesthetic with operational technology. The company intends this evolved format to serve as a blueprint for future UK and international expansion.
The Izakaya concept is increasingly referenced across the UK restaurant industry, with venues such as Mitsu in London and Yokocho specifically designed to evoke the atmosphere of a Tokyo tavern. Iro Sushi’s adoption of the style aligns with a broader trend aimed at creating an authentic, informal dining experience.
Financial growth and pipeline
Iro Sushi has reported strong recent financial performance. Last year the group delivered system sales of £18.5 million, a 29 per cent increase year-on-year and a 19 per cent rise on a like-for-like basis. In the year to March 2025, turnover reached £16 million, up 56 per cent from the previous year. According to the company, it has a “growing pipeline of committed sites and franchise partners” and remains on track to meet its 100-location target by 2030.
Sherpa said the latest openings represented “another significant milestone” for the business. “Over the last six months, we’ve worked hard to refine our proposition with the launch of our new store format and continue evolving our menu,” he said. “Now, with the foundations firmly in place, we’re ready to turbocharge our growth with the opening of new sites across the UK.” He added that the expansion would “create new opportunities” to introduce the brand to more consumers and “take Iro Sushi a step closer to becoming the brand of choice for lovers of sushi and Japanese cuisine across the country”.
Market context and competition
The UK Japanese and sushi restaurant market has seen mixed signals. One industry report suggests a decline of 3.8 per cent compound annual growth between 2020 and 2025, while another indicates growth of 3.3 per cent between 2019 and 2024 and a 2.8 per cent increase in 2025. IBISWorld, however, forecasts that over the five years through 2025-26 revenue will grow at a compound annual rate of 8.9 per cent to £1.6 billion, driven by rising health consciousness and a willingness to explore new cuisines. Japanese food is widely perceived as healthy, nutritious and balanced, with sushi in particular benefiting from its convenience and perceived health advantages among busy professionals. A growing interest in sustainable and ethically sourced ingredients is also shaping the sector.
In the areas targeted by Iro Sushi, competition includes a range of established Japanese restaurants. In Bristol, diners can visit Yakinori Japanese Kitchen, Bento Boss, Fujiyama Japanese Restaurant, Niji Sushi and the Izakaya Japanese Restaurant & Sake Bar. Basingstoke’s options include Yamazaki Sushi Bar — winner of a Prestige Award for best Japanese restaurant in the South — as well as The Sushi Maki in Festival Place, Kokoro and the family-run Omakase, which was set to open in February 2025. In Ilford, competitors include Daiu, Boba Tiger Bubble Tea & Sushi and Sushi Handroll, while Maidenhead is home to Sushi Point and Miyazaki. No specific sushi competitors were identified in Ipswich.
Iro Sushi began franchising in 2019 and has partnered with a high street bank to finance joint-venture franchised stores, offering favourable rates to potential franchisees. The company is focusing on high-growth areas outside the M25 as well as select central London locations. Among its best-selling menu items are the Salmon Selection, Chicken Katsu Curry and Chicken Gyoza.
